Comparison on Influence of Cigarette Warning Labels on Consumer Behavior of Domestic Cigarette and Imported Cigarette – Using Taiwan as an example
| Autor: | Shu-Fan Yang, 楊舒帆 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 From literature review, it is known that the effects of cigarette warning labels vary depending on the fear intensity, type of threat, appeal and nature of the subjects. Nevertheless, since the implementation of cigarette warning label, there has not been any relevant literature that discusses the topic from the nature of domestic cigarette and imported cigarette consumers. While domestic cigarette market slowly declines and the market share of imported cigarettes increases, discussion on the correlation between consumers of domestic cigarettes and imported cigarettes becomes more and more important. Therefore, the aim of the research is to understand the reaction consumers of domestic cigarettes and imported cigarettes have toward the cigarette warning labels that are on cigarette packages now. The influences of different warning label variables (size and image of the warning labels) and appeals (image appeal) on the purchase willingness of the two groups of consumers described above are further analyzed to provide foundation for researches of similar topic. It was found from the research result that the cigarette warning labels used in Taiwan indeed influenced more on the consumer behavior of imported cigarettes than that of domestic cigarettes. It may be due to the difference in the level of awareness towards tobacco hazards or the level of education in terms of demographic variables. The same result was found for the influence of the images on the cigarette warning labels. However, the size of the warning labels was not significantly related to the purchase behavior of consumers of domestic cigarettes or imported cigarettes. Moreover, in terms of image appeal, although social threat appeal influenced imported cigarette consumers more, the difference between the influences of physical threat appeal on domestic cigarette and imported cigarette consumers was not significant. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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